It's been called the Great Exodus by some.

Conversations are now happening in boardrooms around the world over how Twitter,

now called X, should be best used, if at all.

With competition increasing as new social media platforms like Blue Sky take off,

these discussions have been happening for a while,

but they've been magnified after the platform was bought by billionaire Elon Musk in 2022.

He's made a number of changes and supported Donald Trump's bid to re-enter the White House and has been rewarded with a top job in the president's team and is sitting in on phone calls with other world leaders.

I'm Daniel Rosni, and on this edition of Business Daily, we're going to be asking,

are brands giving an X to Twitter?

It's broadly fair to say Twitter is becoming less relevant across the world.

It's a good communication, internal communications channel.

Your free speech is meaningless unless you allow people you don't like to say things you don't like.

We give up 250,000 followers at Twitter at X.

That's all coming up on the BBC World Service.

Scrolling through X, and there might be some names no longer in your feed,

from celebrities like Lizzo and Jamie Lee Curtis,

who say they'll no longer be posting.

The Guardian newspaper in the UK has also left describing it as the toxic media platform.

While in Germany, the Hamburg-based football club, FC San Paoli, which plays in the country's

top league, the Bundesliga, became the first major football club in the world to blow the whistle

on X just days after the U.S. election.

Hi, my name is Patrick Gensing.

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